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Chapter 8 Implementing Strategies: Marketing, Finance/Accounting, R&D, & MIS Issues

Chapter 8 Implementing Strategies: Marketing, Finance/Accounting, R&D, & MIS Issues. Marketing Issues. Market segmentation Product positioning. Centrally important to Implementation. Product. Place. Promotion. Price. Quality. Distribution channels. Advertising. Level. Features.

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Chapter 8 Implementing Strategies: Marketing, Finance/Accounting, R&D, & MIS Issues

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  1. Chapter 8Implementing Strategies: Marketing, Finance/Accounting, R&D, & MIS Issues

  2. Marketing Issues • Market segmentation • Product positioning Centrally important to Implementation

  3. Product Place Promotion Price Quality Distribution channels Advertising Level Features Distribution coverage Personal selling Discounts & allowances Style Outlet location Sales promotion Payment terms Brand name Sales territories Publicity Packaging Inventory levels/locations Product line Transportation carriers Warranty Service level Marketing Mix – Component Factors

  4. Marketing Issues Geographic Demographic Market SegmentBasis Psychographic Behavioral

  5. Marketing Issues Customer Wants ProductPositioning Customer Needs

  6. Product Positioning Steps 1. Select Key Criteria 2. Diagram Map Product Positioning Steps • Plot competitors’ • products 4. Look for niches 5. Develop Marketing Plan

  7. Product Positioning Map High Convenience High Convenience Rental Car Market Rental Car Market Firm 1 • Firm 1 • • Firm 2 • Firm 2 High Customer Loyalty Low Customer Loyalty Low Customer Loyalty • Firm 3 • Firm 3 Low Convenience

  8. EPS-EBIT Analysis(in $millions) • $Amount Needed: $500 • Stock Price $40 • EBIT Range $1000 to $2000 • Tax Rate 175/673 = .26 = 26% • Interest Rate 5% • # Shares Outstanding 350 Heinz Company – Year End 2001

  9. EPS-EBIT Analysis (in $millions) – Heinz Company

  10. Finance/Accounting Issues EPS-EBIT Analysis Heinz • Conclusion: • Heinz should use debt to raise the $500 million

  11. Finance/Accounting Issues Projected Financial Statements • Allow an organization to examine the expected results of various actions and approaches

  12. Projected Income Statement for Litten Company (in millions)

  13. Finance/Accounting Issues Financial Budget -- Details how funds will be obtained and spent for a specified period of time.

  14. Finance/Accounting Issues Types of Budgets • Cash budgets • Operating budgets • Sales budgets • Profit budgets • Factory Budgets • Expense Budgets

  15. Finance/Accounting Issues Types of Budgets • Divisional budgets • Variable budgets • Flexible budgets • Fixed budgets

  16. Finance/Accounting Issues Evaluating Worth of a Business: 3 Basic Approaches • What a firm owns • What a firm earns • What a firm will bring in the market

  17. Research & Development Issues • 1st firm to market new technological products • Innovative imitator of successful products • Low-cost producer of similar but less expensive products 3 Major R&D approaches to implementing strategies

  18. MIS Issues • Information collection, retrieval, & storage • Keeping managers informed • Coordination of activities among divisions • Allow firm to reduce costs Functions of MIS

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